Google and Facebook now own 20% of global ad revenue

The internet giants are attracting major advertising spend

Google and Facebook accounted for one-fifth of global advertising expenditure across all media in 2016, according to new research.

Figures compiled by data and analysis marketing company Zenith showed that the two companies earned 64% of all global ad spend growth between 2012 and 2016.

The two companies have nearly doubled the amount they owned five years ago in global advertising expenditure, which was at 11%, up 9% since 2012.

Advertisement - Article continues below

Zenith found that Google, under its parent company Alphabet, is the largest media owner in the world, as it attracted $79.4 billion in ad revenue in 2016. That is three times more than the second largest, Facebook, which attracted $26.9 billion.

In third place was Comcast, which is the largest traditional media owner, which raked in $12.9 billion in advertising revenue.

Web advertising has overtaken television to become the world's largest advertising medium this year. In Zenith's top 30, there are five other pure-internet media owners - Baidu, Microsoft, Yahoo, Verizon and Twitter. The seven digital platforms generated $132.8 billion in internet ad revenue in 2016, which is 73% of all internet ad spend, and 24% of global ad spend across media.

Verizon occupies the 21st place in Zenith's rankings, but Zenith predicted it could hit sixth once it acquires Yahoo.

Advertisement
Advertisement - Article continues below

Twitter is the fastest growing media owner on the list, increasing its revenues by 734% between 2012 and 2016, while Chinese social media giant Tencent is second with 697% growth over the same period, followed by Facebook in third with 528% growth.

Featured Resources

Preparing for long-term remote working after COVID-19

Learn how to safely and securely enable your remote workforce

Download now

Cloud vs on-premise storage: What’s right for you?

Key considerations driving document storage decisions for businesses

Download now

Staying ahead of the game in the world of data

Create successful marketing campaigns by understanding your customers better

Download now

Transforming productivity

Solutions that facilitate work at full speed

Download now
Advertisement

Recommended

Visit/mobile/google-android/356398/google-maps-is-testing-traffic-lights
Google Android

Google Maps is testing traffic lights

9 Jul 2020
Visit/network-internet/email-providers/356388/how-to-share-your-google-calendar
email providers

How to share your Google Calendar

8 Jul 2020
Visit/marketing-comms/social-media/356361/stop-hate-for-profit-calls-on-facebook-to-address-hate-on-the
social media

Stop Hate for Profit calls on Facebook to address hate on the platform

6 Jul 2020
Visit/network-internet/web-browser/356359/google-chrome-86-update-could-add-28-to-your-battery-life
web browser

Google Chrome 86 update could add 28% to your battery life

6 Jul 2020

Most Popular

Visit/mobile/google-android/356373/over-2-dozen-additional-android-apps-found-stealing-user-data
Google Android

Over two dozen Android apps found stealing user data

7 Jul 2020
Visit/laptops/29190/how-to-find-ram-speed-size-and-type
Laptops

How to find RAM speed, size and type

24 Jun 2020
Visit/cloud/356260/the-road-to-recovery
Sponsored

The road to recovery

30 Jun 2020